JAS-MINE

Customer-Centric Experience Design & New Model

Redesigning the Service Ecosystem for E2E Disruption: Wakefit's Direct-to-Consumer Transformation in Home Furnishings

Mattress Industry Innovation | Online Mattress Purchase | Logistics Streamlining | Influencer Marketing in Retail | Data-Driven Service Design | D2C Business Model in Home Solutions |

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Project Overview

Introduction

Wakefit, a disruptor in the sleep solutions and home furnishings industry, aimed to revolutionize the mattress-buying experience by cutting out middlemen and selling directly to customers online. This E2E model was a significant departure from the traditional retail setup where customers physically tested products in showrooms. Wakefit’s challenge was to build customer trust in an online-first model, manage the complexity of logistics, and deliver a superior customer experience.

The solution lay in redesigning the service design ecosystem, aligning all touchpoints—from manufacturing to customer support—with a customer-centric approach that redefined convenience, quality, and affordability.

Organization

MDI via Wakefit

This project was developed for a client in the home furnishing and sleep solutions industry, While some details have been modified for confidentiality, it accurately reflects the core service design process. The challenges, including building customer trust and streamlining operations, and the innovative solutions—like customer journey mapping and D2C service redesign—are true to the original project.

Timeframe

4 Weeks (Design Sprint)

My Role

Service Design Lead

Team

UX/UI Designers,

Product Managers,

Business Analysts, Developers,

Marketing Team

Delivers to Clients

Customer Journey Mapping
Service Blueprint Creation
Operational Streamlining
Touchpoint Optimization
Customer Experience Enhancement
E2E Service Design Implementation
Digital Transformation Strategy

Service Design Ecosystem: Before vs. After Redesign

The traditional mattress industry was dominated by showrooms, retailers, and intermediaries. The service design ecosystem was fragmented, leading to higher costs, slower deliveries, and poor customer experience.

Customer Experience

Touchpoints Multiple in-store visits to compare and test mattresses.
Interaction Channels Face-to-face interaction with sales staff, little to no online presence.
Pain Points High prices due to middlemen, limited product information, no trial periods, and difficult return policies.

Operational Challenges

Manufacturing & Distribution Wakefit had to depend on third-party logistics and delivery channels, leading to inefficiencies and lack of control over delivery timelines.

Customer Support Fragmented customer support, reliant on retail stores and local policies, with poor post-purchase engagement.

Redesigning the Service Design Ecosystem

Customer Journey: Before vs. After Redesign

1.Awareness Phase

Customer Journey Mapping

Before Redesign (Traditional Model)

- Customers learn about mattresses through in-store displays or local ads.
- Limited product discovery, relying on visiting physical retail outlets.

After Redesign (D2C E2E Model)

- Targeted digital marketing and influencer partnerships raise awareness.
- Educational content (blogs, videos, reviews) available online for easy discovery.

2. Research

Customer Journey Mapping

Before Redesign

Visit multiple stores to compare products.
- Rely on sales reps for information.
- Product details often unclear, with inflated pricing structures.

After Redesign

Customers can explore detailed product features, pricing, and reviews online.
- Transparent pricing with easy comparison tools.

3.Purchase

Customer Journey Mapping

Before Redesign

Purchase decision influenced by sales pressure.
- Immediate payment without trial.
- No return or limited return options.

After Redesign

Easy, no-pressure online checkout.
- Clear return policy and 100-night trial period.
- Customers receive instant order confirmation and tracking updates.

4.Delivery

Customer Journey Mapping

Before Redesign

7-14 day delivery with third-party services.
- Customers receive product without tracking or updates.

After Redesign

- Fast 3-5 day delivery with direct logistics.
- Real-time tracking and status updates.

5. Post-Purchase Support

Customer Journey Mapping

After Redesign

- Minimal support after purchase.
- No personalized communication or engagement.

After Redesign

- Continuous engagement through personalized emails and care tips.
- Proactive customer support via chat, email, or phone.
- Easy return/exchange process if needed.

Visual Summary of E2E Disruption: Service Design Blueprint + Customer Journey

By rethinking & redesigning the service design blueprint and customer journey with a customer-first approach, Wakefit successfully transformed its operations, offering a frictionless and customer-centric mattress-buying experience. The new model resulted in measurable gains across acquisition, retention, and customer satisfaction, positioning Wakefit as a leader in the D2C home furnishing and sleep solutions sector.

Thank you

I want to extend my heartfelt thanks to everyone involved in this project. Team hard work, dedication, and creativity have been invaluable in bringing our vision to life. From brainstorming sessions to refining the smallest details, each of you played a crucial role in delivering a truly innovative solution.

To the participants and stakeholders, your insights and feedback were instrumental in shaping this journey. We couldn't have reached this level of success without your collaboration and trust. Thank you for your unwavering commitment and for making this project a reality.

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Thank You

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